Gene Simmons, fire-breathing bassist with KISS, won’t rest until his name is scorched on every consumer good in America. This month, it’s in the title of his new men’s magazine, Gene Simmons’ Tongue. He spoke with VH1 about rap credibility, the changing nature of stardom, and why he admires tycoons like Donald Trump.

VH1: What made you decide to start your own magazine?

Gene Simmons: I wanted to create the kind of magazine I loved. Gene Simmons’ Tongue is like Playboy with the clothes on. It’s about the good life: great looking girls and powerful men.

VH1: The KISS is name on everything from coffins to cars. Why have you been concerned with marketing during the last few years?

Simmons: Over the last year or so I’ve had more time to myself. So I decided to unapologetically brand the name Gene Simmons. I’m putting out magazines, starting my own clothing line, and in Hollywood and London, opening a clothing store called Gene Simmons’ Dragonfly. I am also starting a book division, a record division and a film company. Some people might say I’m destroying my credibility, but I couldn’t give a rat’s ass. When you think about it, credibility is a bizarre notion in a form of music practiced by people who never learned musical theory or how to play their instrument - and I’m one of them! Leave credibility and being a purist to the classical musicians.

VH1: Would you be launching a clothing line and Gene Simmons’ Tongue if KISS were touring as much as they were two years ago?

Simmons: I wouldn’t be able to do all of this if KISS were touring. My biggest problem is I wake up in the middle of the night and my head is bursting with ideas. I’ve got to do stuff, otherwise I couldn’t close my eyes.

VH1: In the first issue of Gene Simmons’ Tongue, you interview Hugh Hefner and Fred Durst. Did you enjoy the process of being on the other side and asking the questions instead of answering them?

Simmons: As an interviewer, I tried to find out who the person is underneath the job. Hugh Hefner and Fred Durst and Tommy Lee are all in the first issue, and they all still have a little kid inside of them. They haven’t grown up and said, “Okay, now I can no longer like ice cream and chase girls.” One does not negate the other. You can be a grown-up and like that stuff. By the way, ice cream tastes good and so does skirt.

VH1: What other personalities will the magazine cover?

Simmons: I met with Donald Trump. He’s a powerful and attractive man, and I told him so. I want my magazine to talk about the guy who owns the Miss Universe pageant, builds skyscrapers that reach into the sky and loves beautiful women. Your small ideas of what life is about don’t apply to him. Gene Simmons’ Tongue is more a lifestyle magazine than a men’s magazine. If you don’t have anything going on in your life, you won’t get on the cover. You might get on the cover if you are a beautiful woman with a story behind you, but just having genes and the right lifted and separated body parts does not guarantee you a place in the magazine. God! That was so well said, I’m gonna use it in my next interview! Can you tell I like the sound of my own voice?

VH1: Really? In your autobiography KISS and Make-Up, you say you want KISS to play their last show at Shea Stadium. Any idea when that will be? Or are you planning another farewell tour?

Simmons: KISS is still not through with its farewell tour. We say long goodbyes. The Old Testament says God created the world in six days. What’s a day in God’s time? It could be billions of years. There is a lot of steam left in the band. Right now we are going to go back in the studio to record new songs with Bob Ezrin.

VH1: What do you think is the key to KISS’ lasting appeal?

Simmons: When you come to see a KISS show, you walk out saying “Wow!” That’s what KISS has always been about. It’s never been enough for KISS to get up there and say, “Now here’s the second song off our new album.” If you paid three or four times the cost of a record or a CD for a ticket, you deserve three or four times that amount in audio and visuals. So we gave bang for the buck. Even if you hated KISS songs, you left thinking, “That was the best show I ever saw.”

VH1: So far KISS have been snubbed by the Rock and Roll Hall of Fame. If you were inducted, would you show up to the ceremony?

Simmons: Of course! We’re whores! I would even accept an award from the PTA. Still, it’s interesting that the American band that has more gold records than any other American band - more than the Beach Boys and the Supremes - is not in the Rock and Roll Hall of Fame yet. But that’s okay. Our rewards are right under the K section of the record store.

VH1: You’ve seen trends come and go. How has the image of the rock star changed over your career?

Simmons: In the ‘70s, what you looked like had every bit to do with being a big star. Rod Stewart looked like a star. He had the right songs, wore the right clothes, and dated the right blondes. Seattle and grunge really killed rock ‘n’ roll. All of a sudden it was okay to look like a bum and get up onstage. It was the antithesis of being special. You had pizza delivery boys who never got laid selling records - although they still weren’t getting laid. Now there are no rock stars left, but there are lots of great pop stars. Pop bands ignored Seattle and said, “We’re going to stay special. We are gonna look great, be in great shape and sing you hit songs.”

VH1: What about the current crop of rap ‘n’ rock bands? Don’t you see any star potential there?

Simmons: A lot of white guys saying “whassup” does not mean you’re gonna stand the test of time. As soon as “whassup” goes out of style for white boys, a lot of people are going to be without a job. If your name is Sven and you’ve got blonde hair and come from Sandusky, Ohio, what cultural reference do you have for saying “Yo?” Mimicry is fine, but it won’t give you longevity. But it’s what is working right now. So more power to you!

For bio, news, and more go to the Kiss Artist A-Z pages.